Great title Seth. The real name of the book would be “All Marketers Are Storytellers”, but it would be a bit boring.

I found this book to be unique in it’s content. There was that main idea that consumers buy the story, not the product and this theory applies to many products and services. Just look at the cars people buy. Why do people get SUVs instead of mini vans? SUV tells a different story about the driver.

Even though this book should be read by every marketer, I have to say that the most important content you’ll find is going to be in the first 60% of the book. I guess this is the  name of the game for book writing.

People love stories. Just look at the products and services you buy. You’ll notice that many times you bought something over another product because you’ve heard a story about that particular brand. Or maybe their advertising told a good story that kind of stuck in your mind.

This technique is being implemented today by many companies. Why do companies write books about themselves as if they are teaching us how to perform well. Look at the books from WalMart or Google or GE or Avion …. see a pattern? In today’s society where advertising is being filtered by the tired brains of consumers, story telling leads the game of branding and persuasion.

Create a story about your company and make sure it’s legitimate. How do you know that your story flies? You’ll either see changes in your bottom line numbers or you won’t.